Klaviyo pricing: what you pay by list size, SMS and add-ons

Klaviyo pricing depends on your number of active profiles: email costs $20 a month for 500 profiles, $150 for 10,000 and $720 for 50,000, according to Klaviyo's pricing page on October 19, 2026. A free plan covers 250 active profiles and 500 emails a month. Text messages, WhatsApp messages and add-ons such as Customer Hub or Reviews are billed on top.

This guide reads Klaviyo's pricing page and Help Center as they stood on October 19, 2026, with prices in US dollars: the price at every list size, what counts as an active profile, how SMS and WhatsApp are billed, what each add-on costs, and what happens when you pass a limit. If you are here because you want WhatsApp next to Klaviyo, skip to adding WhatsApp to Klaviyo with Kanal.

How much does Klaviyo cost?

Klaviyo's pricing page is organized by solution (Marketing, Data + Analytics, Service) rather than by a single plan. Email is included in every paid plan and priced with a slider on active profiles; everything else is added to the plan on its own price.

Source: Klaviyo pricing page, prices displayed in USD as an estimated price per month, read on October 19, 2026.

A promotion was running on the day we read the page: $19 off the first month of the Email plan, up to 500 profiles. Promotions change, so budget on the standard price.

Klaviyo price by number of contacts

Klaviyo calls contacts "active profiles". Here is what the email slider displayed at each step we read:

Source: Klaviyo pricing page, Marketing tab, email slider read step by step on October 19, 2026.

Three patterns stand out:

• The email allowance is ten times the list. At every step, the plan included 10 emails per active profile per month. Klaviyo's Help Center confirms you can spread them as you like across your audience.
• The price jumps after 10,000 profiles. Between 10,000 and 13,500 profiles, each step of 500 profiles added $25: $150 at 10,000, $175 at 10,500, $325 at 13,500, then $350 at 15,000. Between 15,000 and 30,000, steps add $25 again.
• Cleaning before a step pays. At 10,500 profiles you pay $175, $25 more than at 10,000; at 13,500 you pay $325, more than twice the 10,000 price. Suppressing profiles you no longer email can move you back a step.

What counts as an active profile in Klaviyo?

This definition drives the whole bill. According to Klaviyo's Help Center, any profile that can be emailed through Klaviyo is an active profile, regardless of consent status. That includes subscribers, and also people added by general engagement, such as a shopper who shared an email address at checkout without opting in.

The same article sets the rules that follow from it:

• Your plan must cover your active profiles. If it does not, you are moved to a plan that does at the next billing cycle. To avoid it, bring the count back within your plan's limit at least 24 hours before the cycle renews.
• Suppressed profiles are not billed. Unsubscribed, bounced or manually suppressed profiles stay in your account for reporting but leave the billable count once the suppression is processed.
• The count takes time to refresh. After a bulk suppression or deletion, it can take up to 72 hours for your active profile count to update.
• The plan does not shrink by itself. Reducing profiles does not downgrade you: you choose the lower tier in Billing once the count has updated.
• The free plan does not upgrade. Above the profile limit, a free account is not upgraded, but it cannot send emails until it is back under the limit.

How much does Klaviyo SMS cost?

Text messaging is added to your plan and billed at a rate per message in dollars. The rate varies by channel (SMS, MMS, WhatsApp, RCS), by country and, for SMS in the US and Canada, by number type (toll-free or short code). On October 19, 2026, the calculator on Klaviyo's pricing page showed these monthly costs:

Source: mobile messages calculator on the Klaviyo pricing page, read on October 19, 2026. Klaviyo states that carrier fees are included where applicable.

The rules that change what a campaign really costs:

• Long messages count several times. An SMS holds 160 characters, or 70 when it contains an emoji or a special character. Beyond that, it is split into segments of 153 characters and billed per segment: rate × recipients × segments.
• Failed messages are billable. Campaign, flow and outbound conversation messages count toward your spend even if they fail to deliver. Inbound messages, opt-in confirmations and STOP or HELP replies do not.
• Unused spend does not roll over. You have a set amount of mobile spend each month.
• Rates can move. Klaviyo says a country's rate may be updated when carrier costs change, with notice in advance.

How much does WhatsApp cost in Klaviyo?

The same calculator lists WhatsApp marketing and WhatsApp transactional messages, priced per message by destination country. For the United Kingdom, the default country of the calculator, it showed on October 19, 2026:

Source: mobile messages calculator on the Klaviyo pricing page, read on October 19, 2026.

Meta charges every WhatsApp provider per delivered template message, at a rate that depends on the category and the recipient's country, published on Meta's WhatsApp pricing page. Klaviyo's rate is an all-in price per message. When you compare it with another provider, put both on the same basis: the subscription plus the cost of the messages you actually send. Our WhatsApp Business pricing guide explains Meta's rates by country.

How do you add WhatsApp to Klaviyo?

Most Shopify brands on Klaviyo keep it for email and SMS and want WhatsApp to work with the same segments and flows. That is what Kanal's Klaviyo integration does:

• Your Klaviyo segments sync to Kanal, so you send WhatsApp campaigns to the same audiences without rebuilding lists.
• Klaviyo flows trigger WhatsApp messages: a welcome series, a post-purchase follow-up or a winback can add a WhatsApp step next to the email.
• Email and SMS stay in Klaviyo. Kanal does not replace Klaviyo: it handles the WhatsApp part, with the abandoned cart recovery, campaigns, shared inbox and AI agent that come with it.
• Meta's fees are billed at cost. Kanal charges a monthly subscription and passes Meta's per-message WhatsApp fees through without a markup.

Source: Kanal pricing. Meta's WhatsApp fees are billed per message on top, at cost.

The Klaviyo integration is part of the Scale plan. Kanal installs from the Shopify App Store in about 5 minutes, and our Klaviyo and WhatsApp integration guide walks through the setup step by step. To see it on your own store, book a demo.

What do Klaviyo's add-ons cost?

Each add-on has its own price, set by its own unit. The starting prices displayed on October 19, 2026:

Source: Klaviyo pricing page, Marketing, Data + Analytics and Service tabs, read on October 19, 2026.

Customer Hub, Social marketing and Personalization follow your active profile count, like email: when your list grows, all of them move together. Klaviyo's Help Center adds that Helpdesk and Customer Agent are enrolled in flexible overages by default.

What happens when you exceed your Klaviyo plan?

Klaviyo treats the size of your list and the volume you send differently.

Profiles. When you exceed your plan's active profile limit, Klaviyo does not stop you from sending: you are notified and moved to a higher tier at your next billing cycle.

Messages. When you reach your email or mobile sending limit, your billing upgrade preference decides between three behaviors:

Source: Klaviyo Help Center, read on October 19, 2026.

What to keep in mind:

• Upgrading beats flexing for steady growth. Klaviyo says upgrading is generally more economical than flex sending if your needs are consistent.
• Downgrades wait for the next cycle, and Klaviyo does not refund mid-cycle downgrades. A downgrade requested within 24 hours of the renewal does not take effect.
• You pay in advance. Plans renew monthly and are billed for the cycle ahead.

How do you keep a Klaviyo bill under control?

1. Suppress what you don't market to. Inactive leads, bounced addresses and contacts you never email count as active profiles until you suppress them.
2. Clean before the billing date. Allow 72 hours for the count to refresh, and finish more than 24 hours before your cycle renews.
3. Watch the steps. Check where your list sits on the table above: a few hundred profiles can move the price by $25 or more.
4. Choose your billing preference on purpose. Automatic upgrade suits a list that grows steadily, flexible overages a single seasonal peak, "None" a fixed budget at the cost of paused sends.
5. Count every SMS segment. One emoji moves the limit from 160 to 70 characters and can double the cost of a send.
6. Add only the add-ons you use. Customer Hub, Social marketing and Personalization each grow with your list.

If the total does not fit your budget, our comparison of Klaviyo alternatives covers tools billed on other bases, and the head-to-heads Klaviyo vs Mailchimp and Omnisend vs Klaviyo compare prices plan by plan. Shopify's own email tool is priced per email sent: the numbers are in our guide to Shopify pricing.

Klaviyo pricing at a glance

Klaviyo's price is set by the size of your active list, and every add-on and message is billed on top. Read the slider at your real number of active profiles, add the messages you really send, set your billing preference before a peak season, and suppress the profiles you no longer market to. If WhatsApp is the channel you want to add, Kanal's Klaviyo integration lets you keep Klaviyo for email and SMS and run WhatsApp from the same segments and flows.